Safaricom PLC has today officially rolled out a strategic customer appreciation campaign, offering millions of its subscribers free calls to mark its 25th year of operation in the country.
The move, which centers on the “Safaricom free calls” offer, is part of the telco’s broader “Twende Tukiuke” brand promise and the ongoing “Shangwe @25” promotion.
How Does the First Call Reward Work?
The core of the Safaricom free calls offer is designed for simplicity and immediate impact. According to communications sent to subscribers, the first call made by a customer each day during the promotional period will be “on the house.”
Specifically, Safaricom is awarding 10 free minutes for the first call of the day to connect, celebrate, and share the joy of the milestone.
This offer is available to both PrePay and PostPay customers. By leveraging the “Offers For You” segment (accessible via *544# or the mySafaricom App), the company is personalizing the experience, ensuring that the rewards reach the intended 50-million-plus subscriber base.
Twende Tukiuke: Beyond Just Connectivity
The free calls initiative falls under the Twende Tukiuke umbrella—a brand campaign launched to signify Safaricom’s transition from a traditional telecommunications provider to a purpose-led technology company.
“Twende Tukiuke” (let’s go beyond) reflects the company’s vision to enable Kenyans to break barriers in business, education, and social connectivity.
By offering free minutes, Safaricom is not just giving away resources but is reinforcing its role as an “enabler” of conversations that drive the economy.
From a business perspective, the Shangwe @25 campaign, which includes the free calls and a multi-million shilling consumer draw, serves as a powerful retention tool.
Analysts suggest that such “give-back” initiatives are crucial for maintaining Safaricom’s high Net Promoter Score (NPS). By rewarding the “first call of the day,”
Safaricom ensures that its network remains the primary choice for users at the start of their business or social day, effectively crowding out competition in the early morning peak hours.
A Legacy of 25 Years
Since its official launch in October 2000, Safaricom has grown from a mobile service provider into a global fintech and data giant.
CEO Peter Ndegwa has consistently emphasized that the next phase of growth will be driven by innovation and simplifying products “For You.”
As the company celebrates its 25th anniversary, the Safaricom free calls offer stands as a testament to its journey of “Transforming Lives”—a slogan that has become synonymous with the brand’s identity in Kenya.
How to check more offers: Dial *544# or visit the mySafaricom App under ‘Offers For You’.
Offer: 10 Free Minutes on your first call of the day.
Start Date: Today, December 18, 2025.
Eligibility: Open to Safaricom PrePay and PostPay customers.
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